Brand strategy - deep thinking before design
If you’re thinking of redeveloping your logo or refreshing your website, it’s a good idea to really reflect on the fundamental ethos of who you are and what you do before you get started.
Why do you think you need to redevelop your brand?
Often it can be a change of direction or leadership that instigates a desire for a new look or style. If you’ve experienced rationale, such as, “it’s too old-fashioned” or “I don’t like that colour” you need to dig in a bit more. Change should be driven by how you want to be perceived by your ideal customer. Nothing more, nothing less.
How do you want your customers to perceive you?
This is about understanding exactly who you’re talking to and what you are selling. If you’ve got a marketing strategy in place you will know who your ideal customers are and what they are buying from you. Brand strategy mashes your ideal customer with your core values and beliefs, to inform how your marketing should look and sound. A brand strategy gives you a clear rulebook to work from.
Do you have people with irrational strong opinions?
You probably do. Without a brand strategy in place, you will have people arguing that a certain colour is better because …. because what? Oh right … because you like it! That’s not a reason. With a brand strategy you can identify what kind of colour palette, design style or tone of voice is right for your organisation. This helps you when you’re facing difficult emotive conversations about why yellow is best.
How do I create a brand strategy?
Firstly, have a good understanding of who your audience are and what you’re offering them, ideally clearly laid out in a marketing strategy. Then, do a deep dive into the brand values and ethos of your organisation. Some people call unpicking the heart of their company, ‘brand culture’, others would see it as ‘values’.
How does a brand strategy influence something like design?
Once you understand your brand culture and audience, you’re much better placed to brief a graphic designer. You’ll be able to explain with confidence what the ‘vibe’ of the organisation is and the type of people you want to appeal to. You’ll be clearer on tone of voice and why change is necessary. This clarity means a better brief, which will bring better results.
Do I need to work with an agency to create a new brand?
Many agencies offer rebrands and do a great job. It depends on your budget and preferred approach. Working with a friendly, experienced marketing consultant with access to a pool of exceptional creative and technical people is an alternative. Working in this way is ideal if you want someone to manage a whole project, without the agency cost.
Get in touch if you’d be interested in exploring your brand with me.